Select Research and its partner CICM adopted the ZimCSI which uses customer interviews as input to a multi-equation econometric model developed by the American Customer Satisfaction Index (ACSI) at the University of Michigan’s Ross School of Business. The ACSI model embeds customer satisfaction within a series of cause-and-effect relationships. In the model, indices for the drivers of customer satisfaction are; customer expectations, perceived quality, and perceived value while customer satisfaction (NCSI) is in the centre, and the outcomes of customer satisfaction are; customer complaints and customer loyalty, including customer retention and price tolerance.
In this first edition, Customer satisfaction measurement was done at a company level. Within each sector companies were selected on the basis of total sales or market share. Measured companies represent a significant proportion of the overall market share of the sector. Males and females were targeted and aged 15 and above. Coverage was nationwide in both urban and rural areas with a skew towards urban area because of the variability in the activities in the urban areas. The Nationwide Sector sample was 2500 and was distributed evenly in all the sectors and varies with the regions Northern and Southern Region.